TITLE : SALES PROMOTION HANDBOOK, THE.

 
CONTENTS
 
Acknowledgements	8
 
	I Introduction	9
	Purpose of the handbook	9
	Content	9
	Intended audience	11
	Structure of the handbook	11
 
	2 Promotions and Total Quality - Perfect Partners	13
	What is sales promotion	13
	A changing world	17
	Principles of Total Quality promotions	20
 
	3 Setting Objectives	27
	Promotional goals and objectives	27
	Planning promotional strategy	35
 
	4 Principles Governing the Decision-Making Process	42
	Planning	42
	Creativity	43
	Knowing your customer and the environment	44
	Five promotional drivers	45
	The dynamics of participation and response	48
	Budget setting	50
	Choosing the right promotion	52
	Promotional law and codes of practice	53
 
	5 Rewards - Introduction and Price-Based Techniques	65
	Introduction	65
	Better price	66
 
	6 Rewards - Better Value Without Discounting	90
	Free (or nearly free) gifts	90
	Prizes	100
	Emotional benefits (image)	105
 
	7 Media and Applications	111
	One to one contact	111
	Mass communication	114
	Point of purchase promotions	122
	Communicating to known consumer types	127
 
	8 Application Principles Explored	138
	Trial gaining	138
	Targeting	140
	Information technology led promotions	149
	Joint promotions	152
	Redemption levels (including coupons)	156
	Buy outs and fixed fee promotions	161
	Promotion types to match objectives	162
 
	9 Creativity	166
	The creative process	166
	Buying in creativity	170
	Managing creative resources	174
	Executional hints and tips	178
 
	10 Review the Selected Promotion - Check	181
	The four key check questions	181
	The implications of the chosen promotion	185
	Promotional standards	196
	Modelling redemption costs and promotional efficiency	197
	Pre-promotional research	201
 
	11 Implementation Processes	211
	Planning the implementation	212
	Design, artwork and print	216
	Sourcing	219
	Agreements with other parties	229
	Implementing targeting systems	230
	Handling and fulfilment	231
	Insurance	241
 
	12 Implementation Checklists	243
	General checklists and notes	243
	- overview	243
	- restrictions and conditions	245
	- protection against copying	246
	- proofs of purchase	248
	- application and entry forms	249
	Specific activity checklists and notes:	249
	- price promotions	249
	- coupons	252
	- sendaways	257
	- gift with purchase and container premiums	262
	- banded packs	262
	- prize promotions	263
	- joint promotions	270
	- press promotions	271
	- sampling	273
	- direct marketing	273
	- database building	275
	- telemarketing	278
	- door drops	280
	- charity promotions	281
	- in-store demonstrations, roadshows and exhibitions	282
 
	13 Evaluation	283
	The principles and scope for evaluation	284
	The responsibility for evaluation	286
	An evaluation checklist	288
	Evaluation measures explored	288
	Learning - completing the circle	301
	Appendices
	Glossary	303
	Useful organisations	307
	Some useful suppliers	311
	Further reading and useful publications	312
 
Index	315